Marketing Management in Africa

George Tesar editor Steven W Anderson editor Hassimi Traore editor Jens Graff editor

Format:Paperback

Publisher:Taylor & Francis Ltd

Published:20th Apr '18

Currently unavailable, and unfortunately no date known when it will be back

This paperback is available in another edition too:

Marketing Management in Africa cover

This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success.

Beginning with an introductory chapter that frames the socio-economic and technological developments in Africa, readers are introduced to the conceptual model that provides this structured approach in four logical parts:

  • The creative stage
  • Entrepreneurial and enterprise activities
  • Understanding consumer behavior and market segments
  • A project management-based framework.

This multidisciplinary approach is supplemented with many examples and cases from a variety of sectors including health care, wind and solar power, and mobile technology. Through these, readers are able to understand how the model is implemented in reality to drive innovative economic and social development. Marketing Management in Africa will prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.

ISBN: 9781138714397

Dimensions: unknown

Weight: 294g

344 pages